Design Thinking and Design Sprint: a Comprehensive Review

INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VO`LUME 10, ISSUE 02, FEBRUARY 2021 ISSN 2277-8616

Design Thinking And Design Sprint: A Comprehensive Review

Danuvasin Charoen

Abstract: This study investigates design thinking and the design sprint approach to problem solving and innovation development. The two approaches are often confused among academics and practitioners. This study provides a comprehensive of about the similarities, differences, and applications of design thinking and design sprint. Both approaches are famous among start-ups and innovative companies in terms of developing innovative products and services. The findings suggest that both approaches have certain similarities and differences and can provide systematic ways to solving problems and developing innovations.

Index Terms: Design Sprint, Design Thinking, Sprint, Innovations, Start-Ups, Agile, Problem Solving ——————————  —————————— 1 INTRODUCTION Decades of research have focused on the question of how to feedback quickly. Design Sprint comprises a process that create innovation as the source of competitive advantages [1]. takes five days to solve complex problems through ideation, Numerous studies have shown that the design thinking framing, prototypes, tests, and feedback with users or process can create innovations [2]. Even though the outcome customers [11]. Keijzer-Broers and de Reuver (2016) of design thinking can result in innovation, design thinking is suggested a process in which complex issues are solved. The the process of creative problem solving. In other words, design strengths that are associated with design sprint are sharing thinkers create innovation in order to solve problems. Several ideating, insights, tests, and prototypes all in 5 days. It also studies have shown that collaboration among employees and focuses largely on the solution part but it impacts the learning multi-disciplinary teams can lead to innovation [3]. Another process overall and suggests if intended aspects are on right approach that many companies use to create innovative track. products is agile methodology [4]. In an agile project, cross- functional teams use sprint or iteration in order to create 4 DESIGN SPRINT FRAMEWORK innovative products or software [5]. Overall, it has remained “Sprint” is a concept developed by John Zeratsky, Jake Knapp, unclear whether there is any relationship between design and Braden Kowitz, former employees at Google ventures. thinking and agile methodology. In addition, there have been Specifically, “sprint” deals with the creation of a working few studies reporting on the combined application of design product within five days, which is then followed by learning, thinking and sprint. The objective of this article is to compare building, and testing. In other words, “sprint” is the specific some of the similarities and differences between design period of time that the team spends on problem solving and thinking and the design sprint framework. The author found coming up with working solutions (Knapp, Zeratsky, et al. that both design thinking and design can be used to create 2016). Moreover, “design sprint” is the practice a has been innovative products and services. created by Google and its work is to collect all kinds of feedback quickly. Design Sprint comprises a process that 2 RESEARCH METHOD takes five days to solve complex problems through ideation, This is a descriptive research. The data collection involves framing, prototypes, tests, and feedback with users or document analysis of secondary data consisting of existing customers [11]. Keijzer-Broers and de Reuver (2016) research and books. The data were collected from secondary suggested a process in which complex issues are solved. The sources such as research databases, news, and reports strengths that are associated with design sprint are sharing related to design thinking, and design sprint methodology. The ideating, insights, tests, and prototypes all in 5 days. It also data also derived from the author‟s own observations and focuses largely on the solution part but it impacts the learning reflections. process overall and suggests if intended aspects are on right track. 3 DESIGN THINKING PRINCIPLES “Sprint” is a concept developed by John Zeratsky, Jake Knapp, 4.1 Design Sprint Day 1 Map and Target and Braden Kowitz, former employees at Google ventures. On the first day, the challenge is to create a schedule for the Specifically, “sprint” deals with the creation of a working entire week so that the concept of design sprint can be product within five days, which is then followed by learning, introduced amidst all the people that do not know each other. building, and testing. In other words, “sprint” is the specific Before lunch, there is a need for setting up a long-term goal so period of time that the team spends on problem solving and that all of the probable obstacles can be dealt with and a map coming up with working solutions (Knapp, Zeratsky, et al. is made. Then, a flow-chart is made in order to depict the 2016). Moreover, “design sprint” is the practice a has been paths selected by the customers at the time when they created by Google and its work is to collect all kinds of (customers) are engaged with the designed product or service [11]. In addition, the first day is all about problem identification ———————————————— and engaging in activities that are related to problem finding  Danuvasin Charoen is an associate professor at NIDA Business School, National Institute of Development Administration in Bangkok, [12]. The first day aims to ensure that a vision is created so Thailand. Email: [email protected] that the entire team focuses on it for the entire period of the sprint. Then, the team selects the target event and target

customer, which is to be drawn on the map. Furthermore, this on the fifth day. The sprint team needs to refer to the sketch step establishes a challenge or problem that the sprint needs solutions that are “winning,” along with an illustration of notes to solve. In other words, the first day aims to create a common so that the entire story can be completed. Moreover, the understanding regarding the sprint's goal among the storyboard must contain all of the important details that are participants so that planning can begin. On the first day, the required to aid with the prototype task on the following day task is to organize all of the priorities and not at all to rush [11]. towards any conclusion. The main aim of developing the map is to shortlist the challenges and to divide them into a sprint 4.4 Design Sprint Day 4- Prototype target. The design sprint offers a definite structure so that On Thursday, the entire day begins with the preparation of a both prototype and solution can be sketched. This map is a prototype based on the storyboard that was created on the great combination of a “'customer journey map” and third day. A prototype is a method that makes all of the ideas “stakeholder map,” which in turn consists of varied characters "real enough to feel" so that users can offer feedback. In other involved in the customer-centric story. The objective on the words, a prototype is a tangible form of an idea. Based on the first day is to make sure that the map can be converted or notion of Zeratsky and Kowitz (2016), a prototype that is an framed into a “How Might We (HMW)” statement. This HMW ideal sprint must possess “Goldilocks quality,” which in turn question is the method that turns the problem and insight into ensures that customers will offer honest reactions. In short, the an opportunity so that an innovative design can be created prototype must be built in a single day and needs to appear as [13]. At the end of the session, the team should have many real as possible (without too many details), and the reason for HMW statements, which will be put on the wall so that they this is that if it (prototype) is of low quality, customers will never can be organized into different groups and themes. consider it a real product, which can hamper the entire Correspondingly, the entire team might use dot stickers so that process. On the other hand, if the prototype‟s quality is too the most promising questions of the HMW statement can be high then it cannot be prepared in a single day. Thus, the voted on. Thus, by the day‟s end on Monday, the sprint target prototype must be appropriate [11]. Experimenting early and is set for the design sprint along with one specific target developing primitive models can make the ideas tangible moment and target customer. For instance, “Blue Bottle enough to gather feedback from users. In this way, the Coffee” decided to target customers that have never heard prototype aids in highlighting the faults and strengths about the cafes owned and operated by them, along with associated with varied ideas. Thus, the emphasis of a coffee bean shopping, which was yet left to be tasted [11]. particular prototype must be directed toward answering questions. This similar principle of prototyping can be applied 4.2 Design Sprint Day 2 Sketch in services, organizational processes, and varied infrastructure On Tuesday, the second day, the team begins by finding out elements [14]. effective solutions or ideas that can be used as probable solutions. All of these ideas are then sketched on the 4.5 Design Sprint Day 5- Test whiteboard next to the map created on Monday. The need for On Friday, the prototypes are tested with real users, and creating sketches is that they can be disposed of. The initial feedback can be attained. There are distinctive ways through exercise on this day is that the entire team needs to note down which users are recruited based on the target audience [11]. all of the significant factors associated with the challenges, Here, receiving feedback is important so that the team knows objectives, maps, and ideas. This is then followed by a second if it is on the right track [13]. Thus, the last day is focused on exercise, and it suggests drafting solutions that can solve the gaining all of the necessary information from the users through problems defined on Monday. “The Crazy 8s” is the third interviews and observation. The team demonstrates the exercise, which involves the inclusion of eight rapid ideas prototype to the users and asks them for feedback. Then the covered in a minute. The final or the last exercise for Tuesday team gathers all of the feedback and organizes into themes. is to draw all of the details of the sketch that carry the best solution and then finalize it so that it can be used the following 5 DESIGN THINKING VS. DESIGN SPRINT day. The second day is significant, as it initiates varied The development of “Design Sprint” was initiated by „Google solutions to be highlighted against the user story and defined Ventures - Google‟s Venture Capital arm,” which is based on agile target, which the team had decided to solve the day before, or methodologies and “Design Thinking,” In other words, design Monday [11]. sprint is a combination of sprint and design thinking. The goal of design sprint is to test an idea within five days. Design sprint is 4.3 Design Sprint Day 3 –Decision appropriate in a situation where the team is required to create a Wednesday is used by the team to present effective solutions, Minimum Viable Product (MVP) or solution quickly in the form of a review them, and finally decide on the best solution. Based on prototype and to test the assumptions within five days. However, the sprint guidelines, solution sketches must be highlighted on if the team wants to understand the context in depth and then the wall so that the entire team can follow them closely and create a complete solution, design thinking is more appropriate. spend some moments to review them carefully. This is then The duration of design thinking can vary, but design sprint is followed by highlighting the interesting ideas, and thus ending typically limited to only five business days. up formulating a “heat map” on the wall. Moreover, each sketch‟s creator gets a chance so that all of the unclear issues can be discussed, and questions answered. Right after this, 6 DISCUSSION the entire team builds a storyboard together, which in turn This article provides a comprehensive review of design comprises ten to fifteen distinct frames that are drawn on the thinking and design sprint. Our study addressed the question whiteboard. The storyboard conveys the entire prototype of whether there is any difference between design thinking and scenario or user journey so that user testing can be executed design sprint approaches. The author found that there are 282 IJSTR©2021 www.ijstr.org INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VO`LUME 10, ISSUE 02, FEBRUARY 2021 ISSN 2277-8616

similarities and differences between the two approaches in [6] Dunne, D., Design thinking at work: how innovative terms of problem solving and innovation development. organizations are embracing design. 2018: University of Regarding the similarities, both approaches can be used to Toronto Press. solve business and organizational problems, and both [7] Brown, T. and B. Katz, Change by design: how design approaches can be used to develop innovative products and thinking transforms organizations and inspires innovation. services. In addition, both approaches are human centered Vol. 20091. 2019: HarperBusiness. because they require user and/or customer participation. [8] Brown, T. and B. Katz, Change by design. Journal of Moreover, both approaches employ prototypes to be tested product innovation management, 2011. 28(3): p. 381-383. with end users. In terms of differences, design thinking can [9] Dam, R.F. and T.Y. Siang, Design thinking: A quick take between one day and many months to complete, while overview. 2019. design sprint takes only five days. In design sprint, each day [10] Martimo, E. and P. Hurmelinna-Laukkanen, Opportunities has specific tasks that the team needs to complete. Because and challenges when implementing design thinking design sprint adopts an agile approach, each activity must be principles in non-design-driven organizations. International time-boxed. Another difference is that design thinking is Business Management, 2020. intended to offer whole solutions, while design sprint offers the [11] Knapp, J., J. Zeratsky, and B. Kowitz, Sprint: How to solve solution to a particular problem for users. The analysis big problems and test new ideas in just five days. 2016: suggests that both approaches can be complimentary in Simon and Schuster. solving problems and in terms of innovation development. [12] Basadur, M., M. Wakabayashi, and J. Takai, Training effects on the divergent thinking attitudes of Japanese 7 CONCLUSIONS managers. International Journal of Intercultural Relations, This article provides a comprehensive review of design 1992. 16(3): p. 329-345. thinking and design sprint. Our study addressed the question [13] Org, I., The Field Guide to Human-Centered Design. São of whether there is any difference between design thinking and Francisco, 2015. design sprint approaches. The author found that there are [14] Coughlan, P., J.F. Suri, and K. Canales, Prototypes as similarities and differences between the two approaches in (design) tools for behavioral and organizational change: A terms of problem solving and innovation development. design-based approach to help organizations change Regarding the similarities, both approaches can be used to work behaviors. The journal of applied behavioral science, solve business and organizational problems, and both 2007. 43(1): p. 122-134. approaches can be used to develop innovative products and services. In addition, both approaches are human centered because they require user and/or customer participation. Moreover, both approaches employ prototypes to be tested with end users. In terms of differences, design thinking can take between one day and many months to complete, while design sprint takes only five days. In design sprint, each day has specific tasks that the team needs to complete. Because design sprint adopts an agile approach, each activity must be time-boxed. Another difference is that design thinking is intended to offer whole solutions, while design sprint offers the solution to a particular problem for users. The analysis suggests that both approaches can be complimentary in solving problems and in terms of innovation development.

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